Inspired by both African geometric prints and satellite photos, this is a juxtaposition of natural, traditionally inspired formal elements and the growing urban sprawl of developing Africa. The themes are underlined by aspects of antique Western cartography.
Hand drawn with a rapidograph and brought into Photoshop for optimization and repeat.
For PRE-’s Espionage-themed first collection, the objective was to create a sense of chic mystery and strong narrative. Through subverting well-known cinematic motifs and angles, infused with a classic aesthetic and dreamy, surreal post-production, the result is a unique, but quietly bold style to this debut.
Credit:
Art Direction by Larry Nguyen
Photography: Vinh Nguyen, George Hu
See the full lookbook here.
The artwork for this tee is inspired by that familiar leading man: the action film spy.
Softly blended colors juxtapose with precise geometric line drawings—the Aztec merchants traded more than just gold.
The story of an actress who became legend as a Union spy during the Civil War.
Full tee front covered by the Morse code, can you decode it? Hint: involves the theme of this collection.
For a series of ads for revered publication Vintage Magazine, I created an ad campaign that would highlight the artisanal, authentic and approachable warmth of the Seymour Duncan Custom Shop. The Custom Shop is known for its highly personable, creative and thoughtful professional services and these ads convey these traits with a warm palette, subtle textures, and a careful layout of gingerbread items unique to that month’s theme.
Centered on the themes of artisanship and deep heritage, this packaging takes inspiration from old world tailor shops and butcheries, and still maintains a clean, modern flair with a rich, masculine palette to emphasize the strength, individuality, and dimensionality of the product.
Included is an early concept mockup on the Custom Shop door.
Geared towards an international emerging market, this packaging aims to transcend cultural distinctions by representing tone and music in an activated, abstract, and aggressive visual identity.
With a bright, vivacious palette countered with the sleek mystique of the logo and black box, the packaging resonates as a manifestation of tone and is a centerpiece in added value components.
A Gringo in Buenos Aires is a travel blog specializing in, you guessed it, Buenos Aires from a local perspective, or more accurately, an ex-patriot living as a local’s perspective.
The objective for this design was to exude a sense of optimism, exploration, adventure, and, uh, gringo-ness.
The upward, youthful hair and face of the traveler, flag-inspired palette, along with his positive gesture and pose give the character an encompassing look needed to be the mascot for this site.
This design was then used as an incorporated element in the header of the website seen here.
The objective for this project was to exude both the vivacity and excitement of music education, while still evoking the earthy music of Los Lobos.
The first image is the chosen Ad that would set the theme for the rest of the communications. The second and third were chosen as concepts for commemorative posters.
While retaining the signature “S”-Shape icon that is such a key element in the equity built by the brand, key changes, including slanted bar ends and an overhaul of the form, were made to make the mark more dynamic, unique, forward-thinking, balanced and legible.
Married with an clean and elegant slab-serif— Sentinel—the brandmark is updated as a distinct, refined, bold, modern, timeless, and defined mark, but a still familiar, representation of the brand.
The identity takes cues and inspiration from chevrons and security branding as a way to highlight the ideas of protection and empowerment.
This packaging is driven by objectives of expressing that same sense of strength, security, and safety through the brand’s positioning as a leader in domestic products and the product’s primary benefit of an insect-free home.
This is a brochure design for a top of the line silver-wired pickups from Seymour Duncan. The sheen of metal is married by clean typography and layout and carefully composited and edited photography that highlight the exquisit craft and unrivaled tone of the Zephyr product.
This is an ad that ran in Guitar World, Premier Guitar, and Decibel Magazine. The background and look is taken to visualize the exhilaration of playing with Gus as the surrogate “Guitar Hero”. The flames in the background and dominant red color support Gus’s background as the leader of the band Firewind.
In celebration of the 35th Anniversary of the company, Seymour Duncan produced a highly limited edition guitar based on the founder’s collaboration with Jeff Beck called the TeleGib – a Fender® Telecaster® with a set of JB and Jazz Humbuckers.
To commemorate this special offering, this ad is designed to highlight the pristine craft of the guitar in an elegant, sparse, and earnest way to exude the same authenticity and simple beauty of this unique instrument.
As an introduction to dealers to the new identity of Seymour Duncan, this manual showcased the sincerity, craft, and approachability of the Seymour Duncan brand. This catalog is accentuated with pickup-inspired headers and a warm palette that help to strengthen the brand’s position as a leader in the market by emphasizing its core competencies of craft, heritage, and great service.
Inspired by the chic style of the brand, the website it characterized by muted tones, and simple lines.
See the execution here.
The objective for this project was to create an update to the site that could bring the visual identity closer to the core values and personality of Seymour Duncan.
Taking inspiration from the colorful lights of the stage, the interface is simpler and easier to use than its previous incarnation.
See the full execution here.
User Group Day is an annual event that brings members of a lively forum on pickups and guitars together at the Seymour Duncan headquarters in Santa Barbara to meet, make friendships, tour the facilities, and of course, “talk tone”.
This identity marries those ideals of dialogue, community, online discourse, and tone through the amalgamation of a chat bubble and a humbucking pickup with pole pieces. These visual elements speak to the audience as instantly recognizable motifs executed in the forum’s standard colorway and activated with a bold italicization of type.
With an orange scent and powerful cleaning abilities, this packaging aimed to emphasize these elements with a bright citric color and gleaming rays.
Combined with a blue ribbon to suggest the brand as a”Gift”, the overall look is confident and can stand out among its competitors in an emerging market.
As an introductory booth at the World Shoe Association tradeshow, this concept aims to highlight the edgy and colorful characteristics of the brand with a bold palette, large tattoo decals and a window displaying a motorcycle.
This booth won the “Best New Booth” Award at WSA.
As a second environmental incarnation of the brand at this tradeshow, we chose to really push the creativity and create a richer experience for the participant. The concept here was inspired by our own offices in the gritty warehouse district of downtown Los Angeles with the use of deconstructed concrete walls, large, graffiti-stenciled artwork and full-color decals, and asphalt floors.
This booth won the “Most Creative Booth” Award at WSA.
Taking focus on the blow-your-face-off rock and roll lifestyle of the brand, this booth utilizes Marshall® stack-inspired exteriors with a mini-Marquis and chain entrance, leopard-print carpet interior, and dark brick interior walls.
This booth won the “Best New Exhibitor” Award at WSA.
